In February 2026, Li Ziqi, now 36, returned to public attention in a quiet yet significant way. Appearing as the head of the Li Ziqi Intangible Cultural Heritage Workstation, she published a signed article titled “Life Changed by Art and Culture” in the cultural section of People’s Daily, formally confirming her transition away from online content creation toward behind-the-scenes cultural work.
Li Ziqi first rose to prominence through meticulously crafted videos portraying rural life and traditional craftsmanship. From farming and dyeing fabrics to brewing and cooking, her visual storytelling introduced global audiences to the aesthetics of Chinese countryside life and intangible cultural heritage. She became the first Chinese-language creator to surpass ten million subscribers on YouTube, with a global following exceeding one hundred million at her peak.
Following her rise, however, Li Ziqi gradually stepped away from the spotlight. After halting updates in 2021 and navigating subsequent copyright disputes and a brief return, she chose not to rely on past popularity. Instead, she spent several years traveling across more than twenty provinces, engaging with over one hundred cultural practitioners and heritage inheritors. This period reshaped her perspective, prompting deeper reflection on how art and culture can take root in rural communities and create tangible benefits.
This reflection ultimately led her to assume a new role as a cultural facilitator rather than a content creator. As head of the heritage workstation, Li Ziqi now focuses on supporting the preservation and sustainable development of traditional crafts. In regions such as Sichuan, Beichuan, and western Hunan, she has worked to connect embroidery, wood carving, and other crafts with cultural tourism and creative industries, helping local communities generate long-term income.
By promoting models that combine training, production, and fair revenue sharing, she aims to transform traditional skills into viable livelihoods. Her approach emphasizes respect for artisans and cultural depth over short-term commercial appeal, allowing heritage practices to enter modern life in a more balanced and enduring way.
Li Ziqi’s transformation reflects not a departure from her past, but an evolution of purpose. Once a presenter of traditional culture through imagery, she has become an advocate and enabler of its continuity. Beyond the limits of internet celebrity, her current path points toward lasting cultural value, rooted in the countryside and oriented toward the future.
